Coke seeks youth content
Teen teasers. Coca-Cola has come on board the MIPTV Content 360 ad competition and is looking for new ideas to engage with teenage audiences. Briefs need to integrate the brand into content, be it a TV show, a web movie series, a mobile app, a game, or a social network activity.
Creatives have until 15th February to submit their projects, and the winner will receive a minimum €10 000 deal to develop the idea further with Ogilvy for Coca-Cola. Entrants need to go to the MIPWORLD microsite for submissions.
“Coca-Cola’s interest in creating a new competition category in the Content 360 Challenge highlights the growing importance of branded content and advertiser-funded programming at MIPTV, and its tremendous potential for driving creativity for today’s multi-platform youth audiences,” says Ted Baracos, MIPTV director of digital Media.
The Content 360 cross-media competition comprises six categories, and is organised in partnership with the BBC, the European Commission, National Film Board of Canada, Korea Communications Commission and TF1.
